England’s Secret Weapon is Unbeanlievable

Heinz Beanz has teamed up with England women’s striker Bethany England, in its latest campaign showcasing how its products are fuelling the team’s winning performances at the Women’s World Cup.
The work, developed by creative agency Wunderman Thompson Spain, emphasises how Heinz Beanz is England’s secret weapon and the key to their success. The England women’s team are rising through the groups, following their dazzling 6-1 defeat of China this week.
Bethany England and the other Lionesses declared their love for eating baked beans last year, as part of their pre-match preparations during the Women’s Euro 2022, where England lifted the trophy after triumphing against Germany. Bethany England has also revealed that she eats Heinz beans on toast prior to every training session as part of her World Cup preparations. As well as baked beans, the campaign promotes new additions to Heinz's bean-based product range, which includes its Beanz Burgerz, Beanz Nuggetz and Beanz Bowls.
The OOH campaign, displayed at London Bridge and Canary Wharf features Bethany England holding her hands up in celebration, with the new product range prominently displayed at the front with the message: ‘England’s Secret Weapon is Unbeanlievable’. A further two-part execution features Bethany England in full striker mode, with the question: ‘The Secret to England’s Success?’ with a second execution featuring a Beanz Burger and the answer: ‘Being Full of Beanz’.
The work follows on from Heinz Beanz’s recent ‘Unbeanlievable’ spot, also developed with Wunderman Thompson Spain. Released in February, the campaign celebrated the launch of the new burgers, nuggets and bowls product lines, highlighting how they are packed with the natural fibre and protein of beans.
The brand partnership and activity will also run across Bethany England’s Instagram and Heinz social channels.